Familiarity is captured with two objective measures—number of years in the marketplace and number of feedback scores. Feedback scores is a proxy for the number of completed transactions; however, since not all sellers provide a feedback evaluation for buyers after a completed transaction, this measure is potentially biased. The objective scores are obtained only for those buyers that provided their contact information (77%). The correlation between the two measures is 0.87; hence, only one cumulative
measure for familiarity is retained.